Young and savvy

Dave Brooks

Natasha Krug says she can tell what kind of flowers a person likes

just by taking one look at them.

When a weathered-looking woman rode by her shop Tuesday that meant

a slightly bent sunflower from a vase. The radiant, strong-stemmed

flower was tough enough to survive a tough bike ride, and best of

all, was free.

“I caught her digging through my trash one day, so I just decided

to just give her my old flowers and save her the time,” Krug said.

Besides, the woman’s visit breaks up the slow afternoons for Krug

at her new flower shop Fiore, on Beach Boulevard.

Of course there’s always bookkeeping to be done, simple repairs

and plenty of plant maintenance -- typical tasks for anyone running

their own business.

But Krug is not so typical. At just 21, Krug has accomplished a

goal many people spend lifetimes planning -- she owns her own

business.

Krug represents a growing community of young entrepreneurs in

Huntington Beach known for their uninhibited attitude toward taking

risks, often with very little to lose.

Not that Krug lacks responsibilities. With an infant-son to care

for and a handful or relatives and friends to pay back, Krug has to

account for each minute of her life, balancing roles, as mother,

businesswoman and floral designer.

She’s also taken on an unexpected role as block mom in an area

frequented by transients and recovering alcoholics. Even her flower

shop, a bright green kiosk decorated with giants leaves of elephant

ear plants and dazzlingly dahlias, sticks out like a giant piece of

bubblegum in the rather drab shopping center.

Dressed in her typical sandals, sarong and matching bandana, the

olive-skinned woman of Spanish, Russian and Persian ancestry said

running the business came naturally.

“I was raised around business and everyone in my family either

owned a business or worked as a salesperson,” she said. “I’ve been

training for this since day one.”

After a stint working with flowers in Chicago and another in

Huntington Beach, Krug got the idea to start her own shop. She found

a bright kiosk on Beach Boulevard between Ellis and Garfield avenues,

and approached eight potential investors, mostly friends and family.

Her mother helped her design the logo, a minimalist daisy over a

flat, light green and she creates each floral piece herself; a green

Money Tree in a tin silver can or an amber half vase filled with

off-yellow lilacs.

“I want people to love the flowers as much as I love them,” she

said. “Flowers are food for your soul and they bring sunshine into

everyone’s life.”

Krug has begun to build partnerships with other young

entrepreneurs including Jason Loggins, a 25-year-old tiki shop owner

from Dallas who relocated to Surf City several years ago.

Loggins’ business, Lo Cal Tiki Lawn, also began from humble roots.

With a mower, an edger and several landscaping devices, Loggins

started his own lawn care business and built a steady stream of

customers. He hopes that his new business venture, the tiki and surf

shop, will generate enough cash for him to quit his day job as a

valet and focus squarely on doing what he loves.

“Of course this is what I want to do full time, this is where I

want to be full time,” he said, pointing around the shop that he

envisions as a hangout spot for all things tiki and surf-related. “I

really feel like God gave me this place.”

He did not, however, give it to him for free. Even with the low

rates he enjoys on his Garfield Avenue shop, keeping up with his

business expenses has been a daunting task, he barely makes enough

money to pay his bills, let alone survive, he said.

As the price of real estate and rent continues to climb, many

young entrepreneurs are turning to cyberspace for potential

expansions.

To increase the revenue brought in by his business, Alternative

Sports, 23-year-old Andrew Herrera turned to online auctioneer E-bay.

Now he sells his paintball equipment, mini-motorbikes and scooters to

customers all over the United States and has greatly expanded his

regional consumer base.

“Without the internet, the store wouldn’t be open, it’s just not

profitable enough” he said. “Really, the store now just acts as a

display for my internet business. People in Southern California come

here to check out the product before they buy.”

Krug is considering her own plans to expand, but right now she’s

just doing whatever she can to stay afloat. On a bad day, Krug gives

an irritated look at her red roses as she plucks the leaves, worried

about increasing pressure from investors who want her to repay money

sooner than expected.

“I sometimes wish that this was just Natasha’s flower shop without

all the loans,” she said. “I wish this was just Natasha’s flower shop

that she could run herself and take home money to support her

family.”

But with typical business concerns always looming, Krug does her

best to stay upbeat and keep the welcoming atmosphere at Fiore.

“Wow, my roses look gorgeous and they smell great,” she sincerely

reminds herself, singing an impromptu song with the only line being

“I have the prettiest roses in town” as she prances around her shop.

“If people find something they really love, then they can do it.

Have an idea, believe in it, and the money will show up,” she said.

“If you’re serious and believe in yourself, then people will believe

in you too. Anyone can do it, just have fun and figure out how.”